They actually have machines called Pulverizers and Crushers.
Juice ads are always full of vast, sunny fields with happy farmers, and they’re always targeted to moms and their kids, but we rebranded Welch’s for 40 year old dudes and showed just how tough the grapes in our grape juice are.
How do you tease the release of a shoe for three months without ever showing it? Get fans so hyped that you create an unofficial Harden fan club.
Buzzwords like "disruptive" and "unpredictable" were thrown out quite a bit, but to me this campaign represents a look into the rise of a superstar and how he brought a unique story to his first signature shoe.
I helped develop and write the tone of this account and the weekly content we released.
Shorty - Winner, Best use of Instagram (Project Harden)
Shorty - Finalist, Best in sports category (Project Harden)
Clio Sports - Silver, Best use of single platform (Project Harden)
Rosey Awards - Winner, Best online advertising (Project Harden)
In 2015, nations around the world agreed to 17 Sustainable Development Goals goals for a sustainable planet.
In 2019, many people still are not aware that these goals exist.
Right around the time the UN approached us to help raise awareness for the SDG’s, Greta Thunberg had just started her sailboat journey across the Atlantic Ocean. So, to put the SDG’s in front of a global audience, we created a flotilla of 17 sailboats — each painted in one of the 17 SDG colors — to greet Greta upon her arrival to NYC.
Bulleit let us 3D print a whole freakin’ bar.
Bulleit is a brand all about pushing the frontiers of craft and art. They also made me say that a lot. What we really did was 3D print a bar in a couple of abandoned spaces across the country and invite a bunch of local artists, musicians and general bad asses to help us put on a really awesome show.
I got to work with some really amazing artists like Black Pumas and Fat Tony in Austin, and Club Chai and Benjamin Greimel (an inventor who helped us 3D print a cocktail) in Oakland.
Similes can GTFO.
How do you teach people about Twitter's many features, but not make it feel like a classroom lecture?
Metaphors. Instead of doing your typical point-and-shoot How To videos, we came up with a series of visual metaphors that gave people a little more of a reason to care. In total, we released 24 videos on Twitter and as pre-roll that I helped concept and write.
And yeah, I kept the chocolate bottle of bourbon. It’s currently melting ever-so slowly in my kitchen.
Who needs ads when you have one of the most recognizable bottles out there. We started Bulleit Impressions, a participatory art project of artists and regular ole whiskey drinkers, and turned all of our ads into embossed pieces of art made from actual Bulleit bottles.
Along with writing all of our outdoor ads, I wrote scripts for all of our artist spots that ran as pre-roll. These can be seen at the bottom of this page.
This project is a wonderful example of the beauty in simplicity.
Everybody knows Hot Pockets, but in a world with Jim Gaffigan standup bits, you're going to want to make sure you have a voice of your own.
Enter our team. Alongside a relaunch of HotPockets.com, we helped them establish a consistent brand voice and tone that played up the internet's love for humor, awesomeness and those frickin' ooey gooey pockets.
Here are some examples of that voice.
Happy birthday dear [enter hundreds of names here]!
Every year, Southwest Airlines does something special for their Rapid Rewards members. To keep up with this tradition, this year we made a 180 degree video with Judah and the Lion singing a surprise happy birthday song to each of our members in “mid flight.” Wink, wink, nod, nod.
That poor, poor flight attendant had to record over 500 names.
I channeled my inner sorority girl and became the voice for Starbucks' Pumpkin Spice Latte across Instagram, Twitter and Tumblr. He's kind of like a C-list celebrity cluelessly trying to be a B-lister.
It's kind of like watching paint dry, except in digital.
This all started because I wasn't satisfied simply "waiting" for bananas to ripen.
Each week, Swift brought in a new batch of incredibly green bananas that would sit there teasing me with their unripeness -- trust me, it's a banana's way of talking shit. So instead of waiting for them to ripen like a normal human being, I decided to make something.
I launched a 24/7 live stream that documented every step of our bananas' journey to ultimate ripeness in real-time, and put it on Swift's Instagram channel.
Engagement was through the roof, but to me the most important takeaway was how this opened us up to do more creative, fun things internally.